Gap Unveils “Denim on Your Own” Fall 2026 Campaign Featuring Inde Navarrette and Malcolm Todd

Gap introduced its Fall 2026 “Denim on Your Own” campaign on Tuesday, pairing actress Inde Navarrette—fresh from *Obsession*—with musician Malcolm Todd. The multi-media spot features Todd’s rendition of Robyn’s “Dancing on My Own” and shows the two stars moving through white-washed spaces while wearing the new GapDenim collection. The campaign is live across Gap’s digital channels, in-store displays, and billboards in Times Square and on Sunset Boulevard.

MarketingDive

Gap frames the campaign as a bid to reinforce cultural relevance among younger consumers while retaining its multigenerational appeal. The company reported first-quarter sales of $796 million, a 10 percent year-over-year increase, marking the tenth consecutive quarter of positive comparable sales. Full-year 2025 net sales were $3.5 billion, up 5 percent.

MarketingDive

The effort follows recent collaborations—including a partnership with Hailey Bieber and a “Katseye” dance-heavy campaign that generated 8 billion media impressions and 500 million video views. Gap attributes those results to its “celebrity-heavy” formula that blends music, movement, and nostalgia.

MarketingDive

Fabiola Torres, chief marketing officer of Gap, explained the brief: “For this campaign, we didn’t simply ask Malcolm to cover ‘Dancing On My Own.’ We asked him to reinterpret the song through his own perspective.”

WWD

• Quarterly sales: $796 million (up 10 %).

MarketingDive

• Full-year 2025 sales: $3.5 billion (up 5 %).

WWD

• Previous campaign reach: 8 billion impressions, 500 million video views.

WWD

• Product highlights: Mid-rise Straight Taper Jean (worn by Navarrette), ’90s Loose Jean (worn by Todd), utility-inspired washes and updated silhouettes.

Gap Launches "Denim On Your Own," a Fall 2026 Campaign Starring Malcolm Todd and Inde Navarrette

The spot was directed by Tanu Muiño, with creative direction from Calvin Leung, head of Gap brand creative. Alastair McKimm led fashion and image direction, and Björn Loos provided photography. The visual language centers on “curved and differentiated walls” that allow the stars to demonstrate “dance movements, rhythms and self-expression.”

Gap Launches "Denim On Your Own," a Fall 2026 Campaign Starring Malcolm Todd and Inde Navarrette

• “I’ve always been drawn to making things my own — whether that’s through music, style or the way I express myself,” — Malcolm Todd.

WWD

• “From the moment we started filming the Gap campaign, it felt like we were able to bring our own energy and personalities to the campaign,” — Inde Navarrette.

WWD

Gap will continue rolling out the campaign through its digital, email, and social platforms, with paid media on YouTube, TikTok, Meta, and Pinterest. Malcolm Todd’s North American tour launches on September 2, featuring the campaign’s denim pieces on stage and reinforcing the brand’s “freedom-first” messaging.

MarketingDive